Consumer confusion is the new competitor in town to dairy, National Dairy Council chief executive Zoe Kavanagh told a Guild of Agricultural Journalists briefing on Friday.
“We’ve got consumer confusion and we’ve got a portfolio of products that are non-dairy, but stealing all the dairy credentials and trying to build their proposition around the health credentials of dairy.
“So you might wonder why the consumer is confused and this is the challenge to us around completely rearranging our marketing strategy,” she said.
To this challenge of the questioning consumer, looking at the dairy portfolio, Kavanagh said that we are dancing on a perfect pinhead of dichotomy.
“In other words, we can see from our research that 66% of our consumers shop the dairy portfolio because of its health benefits and yet we have 39% of consumers in Ireland who want to limit and moderate dairy in the diet because of health concerns.
“So we’ve got utter confusion, and this isn’t just within Ireland, within the consumers mind around ‘is dairy good for you’?
“We can obviously see the disproportionate volume that’s given to the anti-dairy voice, coming from the vegan movement or coming from the various NGOs, who want to actually undermine the credentials of dairy and some of that is with a view of presenting the consumer with an alternative portfolio set – double the price and half the nutrition,” she said.
Misinformation and facts
“It’s the misinformation, the idea that dairy products are harmful for health, and then the further ethical questioning is where we have to ensure that we are giving the facts where they are being heard.
“Where they are being heard is online. We need to assemble and co-ordinate ourselves internationally to provide the consumer with the absolute facts around the health benefits, the ethical piece around what the sector is doing in relation to climate change and looking at soil, water, nutrient management and the great pace of change there,” she said.
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Consumer confusion is the new competitor in town to dairy, National Dairy Council chief executive Zoe Kavanagh told a Guild of Agricultural Journalists briefing on Friday.
“We’ve got consumer confusion and we’ve got a portfolio of products that are non-dairy, but stealing all the dairy credentials and trying to build their proposition around the health credentials of dairy.
“So you might wonder why the consumer is confused and this is the challenge to us around completely rearranging our marketing strategy,” she said.
To this challenge of the questioning consumer, looking at the dairy portfolio, Kavanagh said that we are dancing on a perfect pinhead of dichotomy.
“In other words, we can see from our research that 66% of our consumers shop the dairy portfolio because of its health benefits and yet we have 39% of consumers in Ireland who want to limit and moderate dairy in the diet because of health concerns.
“So we’ve got utter confusion, and this isn’t just within Ireland, within the consumers mind around ‘is dairy good for you’?
“We can obviously see the disproportionate volume that’s given to the anti-dairy voice, coming from the vegan movement or coming from the various NGOs, who want to actually undermine the credentials of dairy and some of that is with a view of presenting the consumer with an alternative portfolio set – double the price and half the nutrition,” she said.
Misinformation and facts
“It’s the misinformation, the idea that dairy products are harmful for health, and then the further ethical questioning is where we have to ensure that we are giving the facts where they are being heard.
“Where they are being heard is online. We need to assemble and co-ordinate ourselves internationally to provide the consumer with the absolute facts around the health benefits, the ethical piece around what the sector is doing in relation to climate change and looking at soil, water, nutrient management and the great pace of change there,” she said.
Read more
Any tariffs on Irish beef would ‘wipe out’ the industry – Coveney
Vegan ad targeting UK pig sector banned
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